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I've had the pleasure of interviewing Jeff about his book on my mobile marketing talk show and he is every bit as amazing in person as he is in the book.
Anyone...and I mean anyone that speaks the words "mobile marketing" should read this book. That means if you're an entrepreneur, a small agency owner, a consultant, a large agency, a brand marketer, client side, CMO, CEO, you name it...this is the book you should read on mobile marketing. There are a few others out there you should read too but not many dive into the logic and thinking behind the initiatives executed in this book.
It's a great read for beginners to mobile marketing and a must read for anyone looking to execute a mobile initiative. A lot of people get caught up in the hype and innovation of mobile but Jeff tells it how it is. He talks about the strategies that have worked while addressing the innovation. He show you proved campaigns from big brands as well small business like a car dealership.
Mobile is also not going to save your business. Jeff is very much a realistic marketer, business person and human being. No BS, no hype, he breaks down the mobile space very well so that anyone can understand it.
I highly recommend this book. Jeff Hasen is a great writer and one of the most knowledgeable people in the mobile space both of which are actively displayed in this book.
I've had the pleasure to interview some of the top mobile marketers in the industry on my show and I CONSTANTLY quote Jeff's book, his work, his insights and more. I very much see the space the way he does which makes it easy to agree with him but he backs everything up.
If you're in marketing it's a must read for sure.